Examining the Role of Social Factors and Mooring Effects as Moderators on Consumers' Shopping Intentions in Social Commerce Environments
Bibliographic Data
| ID | 4182489 |
|---|---|
| Authors | Rao Muhammad Rashid (0000-0003-4807-4722, Hefei University of Technology, corresponding author), Qurat Ul Ain Rashid (0000-0002-7023-0763, University of Science and Technology of China), Abdul Hameed Pitafi (0000-0002-2781-267X, Hefei University of Technology) |
| Year | 2020 |
| Volume | 10 |
| Issue | 3 |
| Publication date | 2020-07-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAGE Open (JOURNAL) |
| Journal identifiers | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/2158244020952073 |
| OpenAlex | W3082868499 |
| Language | EN |
| Citations received | 6 |
| References cited | 72 |
Consumers on social commerce platforms can easily access product information, but these platforms have not attracted potential consumers in emerging economies. Studying the social factors (social support, social presence, and relationship quality) and mooring effects (conformity and personal experience) in social commerce environments is essential for understanding consumers' intentions. This study examines the role of social factors by integrating mooring effects as moderators in the Chinese model, where fear for the reliability of consumers' comments is a concern. Quantitative data are collected from Chinese cities ( N = 303) and analyzed through partial least squares-structural equation modeling. The findings demonstrate the validity of social factors and enjoyment. Mooring effects positively influence shopping intentions, and system and service quality positively influences relationship quality and shopping intentions. Finally, mooring effects positively moderate the relationship between social presence, social support, and consumers' intentions. The findings have theoretical understanding and practical implications
Advertising · Business · Conformity · Social commerce · Social influence · Social media · Structural equation modeling · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing
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| Citations per year | 1.2 |
|---|---|
| Citation span | 2021 - 2025 (5) |
| Highly cited | No |